Imagine you're a relatively new e-business. You've got confidence in your business model, but there are major players out there. Where do you focus yo...
View articleThere are numerous dot-com firms using traditional postal lists to direct targeted traffic to their sites, to strengthen branding, and to secure direc...
View articleOne thing that's sure to make an email message stand out aside from razor-sharp targeting, customized content, and personalization is groundbreaking, ...
View articleEmail marketers have come a long way but still have a lot to learn when it comes to establishing and maintaining customer relationships. Working with ...
View articleIf your focus is on B2B, then chances are your targeted market already receives tons of promotional email. Time is valuable for these people, and, rea...
View articleWhen should a company outsource its email marketing operations? If you're struggling with this question, this column is for you. Heidi shares the expe...
View articleThe word is out. Email marketing is hot and getting hotter. Everyone wants to get into the act. Traditional direct marketers, print and broadcast ad a...
View articleIf you're considering a rich media email marketing campaign, you may face a trade-off. On the plus side, you can create a vibrant, eye-catching campai...
View articleKim is pro-permission. Very. Don't get her wrong. But sometimes misunderstandings arise, and even the most "opt-in" of opt-in marketers can run afoul ...
View articleUsually Heidi reports successful email marketing case studies. But today she tells the story of a company that just doesn't get it. Speaking from the ...
View articleIf you've got an online retail site and publish an email newsletter, the idea is to sell and/or convert, right? Those lucky enough to have staff and d...
View articleNintendo scrubbed its existing database to identify the ages of the individuals, then got parental permission for each existing and future member. The...
View articleOpt-in email sounds like an advertiser's dream: thousands of people who have asked to receive sales information. But the term "opt-in" is almost never...
View articleWe already know we need to place emphasis on service and value in order to get that loyalty momentum going, meaning that things like timely delivery o...
View articleHere are the results of the pop quiz we gave you a few weeks ago. We asked you to take a look at the email- marketing tests conducted by e-marketer Di...
View articleOf all the applications spawned on the Internet, email is the most pervasive. Its ubiquitousness surpasses phone, fax, postal, and express delivery se...
View articleCustomer loyalty. A coveted treasure we all strive for. What's the best way to achieve it, and where does it come from? A good portion of it stems fro...
View articleEmail marketers know that targeting is key. TechTarget put its energy into creating highly targeted email campaigns resulting in excellent click-throu...
View articleA Wall Street Journal Report article last week reported that the U.S. Postal Service announced plans for a new email service that would merge online a...
View articleThe Internet, especially its e-mail and other text-based messaging components, are now the most popular tools people around the world use to communica...
View articleWhat would you do if you had a database of thousands of email addresses, but no explicit permission to contact the people behind the addresses? If you...
View articleThere are similarities and differences between direct mail and email marketing. Maybe not so much in methodology, but certainly when it comes to test ...
View articleThis week's article is an extension of last week's "You Had Me at Hello," an article about welcome letters. The way we begin the dialogue with our cus...
View articleA viral marketing campaign can be used to acquire new customers, but often the underlying goal is simply to learn more about how viral marketing works...
View articleHow do you greet a first-time subscriber, buyer, or prospect? If you send an email, what do you include to not only inform, but also keep people inter...
View articleHere's a Flash campaign for Opus2 Direct by Interactivebyte. It's not just cool, what's notable is its information-gathering capability achieved by tr...
View articleTesting multiple variables within a single email campaign can be tricky. One way to do it is with the all-important and extremely valuable "panel test...
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